Singing, acting or modelling, it doesn’t matter what she does, she does it perfectly. I´m talking about the 26th. year old British multi-talent Cara Delevigne.
Grimacing her face and taking herself not too seriously, this is why people love and appreciate her. At a first glance she does not look like the perfect model and ambassador for one of the most prestigious luxury brands in the world. Short hair, piercings and tattoos are not what you expect from an ambassador, who is supposed to represent luxury fashion.
But maybe this is for what the brand stands for in the 21stcentury. If you take a look at the brand representative of the last years, whether it was Naomi Campbell, Jourdan Dunn, Rosie Huntington-Whiteley or even Kate Moss, you can notice one attribute really fast. All have a really strong personality and often hit the headline for not being straight fit for the society. A mix of being rebellious but never lose the glimpse for heritage and tradition. One main point should catch your eye immediately and one point is hidden behind all these pictures. The obvious point is, all the models are representing, or in fact, highlight the famous Burberry trench coat. If you take a look on their CV, you will see that all of them have a main thing in common. Exactly, they are all British! Coincidence, or strategically well elaborated??
I say, definitely part of Burberrys Marketing strategy to never lose the bond to their roots. Roots is the right cue. What else could be behind the message to selected only British ambassadors and often put the trench coat in the center. I´m going to explain what my thoughts are. As I already mentioned the nationality is supposed to create a great bond with the brand and emphasize the history. The selection of the right ambassador is really sensitive. Taking the wrong person could create an imagine which is not desired. The reason why Burberry has chosen models, who haven’t always been perfect in public could be, because people like flaws. It makes them more human and easier to connect with. Also, why are the models always represent the unique trench coat? I think the message Burberry wants to send is, that they want to be rebellious, but in the same time classy with a touch of tradition, which reflects perfectly the history of the brand image. Back in the days, Burberry was really traditional and monotonous with their designs. But they took one foot out of that space and opened themselves to more modern design and provocation. Another aspect, where Burberry breaks the notion is regarding sexuality and ethnics. Cara Delevigne is known for her homosexuality and Naomi Campbell is one of the most famous black models. Burberry makes no judgement about that. As a matter of fact, the center of the image is the product, it doesn't matter which sexual tendency or race you have. To give you a perfect example, Burberry released the first LGBTQ rainbow flag collection 2018 to support 3 LGBTQ charities and gay communities worldwide.
The British are very well known for their frankness. If you ever have been to London you will see the British don´t judge, you can be whatever you want to be. Compared to Paris, for instance, the people are really picky and if you don´t look like how Parisian want you to look like you will notice it really quickly, which is why the selection of brand ambassadors from luxury brand to luxury brand are varying so much.
I hope you enjoyed the little time travel of brand ambassadors or Burberry and the reason for their selection.
Check out following articles if you want more information. I hear you soon.
Cheers!
Niklas
Sources:
https://www.bbc.com/news/newsbeat-43042643
http://sovintageuk.blogspot.com
https://www.vogue.co.uk/gallery/cara-delevingne-matt-smith-burberry
Picture Sources:
-https://www.vogue.co.uk/gallery/cara-delevingne-matt-smith-burberry
-https://www.closermag.fr/mode/naomi-campbell-et-jourdan-dunn-duo-chic-et-style-pour-burberry-445346
-https://dansleboudoirdekatemiddleton.com/2018/03/05/le-trench/kate-moss-trench-burberry-campagne/
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